Describe the challenges and key objectives
The budget for the book was very small. We were given no more than 50.000€ to pay for everything: printing, artists, locations, art materials, photo rentals, cleaning and the website. But this didn't keep us from setting our sights high.
We wanted to create a book that excites MINI fans of all ages. However, the book should only be the means to an end. Our key objective was that this project will be featured in the the daily press in Switzerland and online all around the world.

Describe the brief from the client
It was MINI's 50th anniversary in 2009. This was the perfect opportunity to celebrate the brand and its many fans. The brief was simple: We were asked by MINI Switzerland to create a book that speaks to people who already love the brand MINI, as well as trendsetters and artists of any kind. Mainly, they wanted to use the book as a giveaway for car dealerships and trade shows.

Describe how you arrived at the final design
The idea of the book was inspired by the simple act of drawing or scribbling on a dirty car: Most people have written 'Wash Me' at least once on a dirty car hood. So, we had 10 artists each turn a MINI into their piece of art by cleaning and smearing paint off and on the car. Of course, the cover of the book is 'washable' too: With a sponge, you can wipe the title off the plastic cover.

Give some indication of how successful the outcome was in the market
It started as a small 50.000€ project for MINI Switzerland. Then, several major newspapers gave it full page coverage. Then the book was communicated worldwide on BMW Group's Press Club. In the end, it reached people all around the world through hundreds of websites from Germany, over Russia all the way to China.
So, MINI didn't only get a book giveaway for tradeshows and dealerships. They got a huge amount of worldwide coverage that highlighted the spirit of this brand.